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Expansion of Non-Food Lines in Supermarkets - Ireland - March 2010

In response to increasing demand for data concerning the dynamic economy and growth markets of Northern Ireland and The Republic of Ireland, Mintel has developed a series of reports covering a wide variety of sectors within both of these dynamic regions. Each one provides detailed coverage of key drivers as well as providing the very latest volume and value data. Also included are assessments of emerging trends, the activities of existing market players, brand ownership details, supply structures, future scenarios and statistical forecasts.

The Irish Series is segmented in the same manner as Mintel's UK reports, namely Finance, Leisure, Market, Retail and 'Specials'. This provides unparalleled coverage and will be a must for all companies who are either already active in this region, or will be looking to enter these distinct marketplaces in the future.

This report has been produced as part of Mintel's Irish Series and is sold in Ireland exclusively through our sales agency, OCO Consulting, based in Belfast.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • UK retail sales category definitions
            • Consumer findings
              • Abbreviations
              • Insights and Opportunities

                • Building relations with Ireland’s ageing market
                  • Building brand awareness and acceptance among younger consumers
                    • Simply Non-Food
                    • Market in Brief

                      • Estimating the value and growth potential of the non-food market
                        • Future value of grocer non-food sales
                          • Cross-border shopping
                            • Economic trends impact non-food sales
                              • Retail sales decline in RoI
                                • UK retail sales improve in 2009
                                  • Irish consumers’ non-food preferences
                                  • Fast Forward Trends

                                      • Trend 1: Smart Shopping Gets Smarter
                                        • What's it about?
                                          • What we've seen
                                            • What next?
                                              • Trend 2: Resilience
                                                • What's it about?
                                                  • What we've seen
                                                    • What next?
                                                    • Internal Market Environment

                                                      • Key points
                                                        • Planning restrictions a threat for grocers’ expansion plans
                                                          • UK planning policy background
                                                            • Reaction to the ‘competition test’
                                                              • RoI planning policy background
                                                                • Store expansion get green light
                                                                  • Concerned RoI retailers
                                                                    • Euro and sterling equivalent gets closer in value
                                                                      • Figure 1: Pound to euro exchange rate, 2004-10
                                                                    • UK VAT rate more appealing to shoppers
                                                                      • A closer look at the cost of cross-border shopping
                                                                        • Number of households and average trips
                                                                          • Most popular category destinations
                                                                            • RoI revenue lost
                                                                              • Motivation behind cross-border shopping trends
                                                                                • Figure 2: Items bought by consumers when cross-border shopping, RoI, June 2009
                                                                                • Figure 3: Cross-border shoppers who visited selected retailers when cross-border shopping, RoI, June 2009
                                                                              • Falling prices the norm in grocery stores
                                                                                • UK and Ireland’s retail picture
                                                                                  • Figure 4: Seasonally-adjusted indices of total retail sales (excluding motor trades), RoI, 2006-09
                                                                                • RoI retail outlook by sector
                                                                                  • Figure 5: Annual percentage change in seasonally-adjusted value and volume indices of retail sales, by sector, RoI, November 2009
                                                                                • UK retail picture
                                                                                  • Figure 6: Seasonally-adjusted indices of total retail sales, UK, 2007-09
                                                                                • UK retail sales trends
                                                                                  • Figure 7: Seasonally-adjusted value and volume indices of retail sales, by annual percentage change, UK, November 2009
                                                                                • Summary of RoI retail competitiveness with UK
                                                                                  • Online opportunities
                                                                                    • Figure 8: Percentage of consumers who have accessed the internet in the last 12 months, NI and RoI, 2004-09
                                                                                  • Own-label perceptions
                                                                                  • Broader Market Environment

                                                                                    • Key points
                                                                                      • The economic impact
                                                                                        • Figure 9: Economic outlook, NI and RoI, 2008-10
                                                                                      • Unemployment worries blamed for consumer cutbacks
                                                                                        • Unemployment outlook
                                                                                          • Inflation vs deflation
                                                                                            • Figure 10: Annual changes in inflation, measured by CPI, RoI and UK, 2006-09
                                                                                          • More cash to splash?
                                                                                            • Figure 11: Percentage changes by category in the CPI and selected indices, 2007-09
                                                                                          • Housing bust has an impact on Ireland’s non-food market
                                                                                            • Consumers feeling the need to cut back
                                                                                              • Figure 12: Agreement with selected spending-related statements in light of the recession, NI and RoI, May 2009
                                                                                          • Strengths and Weaknesses

                                                                                            • Strengths
                                                                                              • Weaknesses
                                                                                              • Market Value and Forecast

                                                                                                • Key points
                                                                                                  • Non-food sales perform well for grocers but a slowdown is anticipated
                                                                                                    • Figure 13: Estimated non-food* sales by grocers, IoI, NI and RoI, 2004-13
                                                                                                  • Convenience and cost – a heady combination for today’s consumer
                                                                                                    • Category insight
                                                                                                      • Figure 14: Estimated sales of selected non-food categories in grocery multiples, IoI, RoI and NI, 2009
                                                                                                      • Figure 15: Estimated breakdown of non-food sales, by grocers, IoI, 2009
                                                                                                  • Competitive Context

                                                                                                    • Key points
                                                                                                      • Competitor overview
                                                                                                        • Figure 16: Suppliers of non-food products and services, by category involvement, 2010
                                                                                                      • Home shopping competition
                                                                                                        • Amazon
                                                                                                            • Figure 17: Amazon Europe: Sales as share of non-store retailers in Europe, 2004-08
                                                                                                            • Figure 18: Amazon products available on UK website, 2010
                                                                                                          • Competing with financial service operators
                                                                                                            • An Post (RoI)
                                                                                                              • Competing with value-driven clothing retailers
                                                                                                                • Primark/Penneys
                                                                                                                • Retailer Profiles

                                                                                                                  • Key points
                                                                                                                    • Aldi
                                                                                                                      • Asda
                                                                                                                          • Figure 19: Asda range of non-food products and services, 2010
                                                                                                                        • Dunnes Stores
                                                                                                                          • Number of outlets across Ireland
                                                                                                                            • Figure 20: Number of Dunnes Stores operating in IoI, by type of shop, 2010
                                                                                                                            • Figure 21: Dunnes Stores range of non-food products, 2010
                                                                                                                          • Marks & Spencer (M&S)
                                                                                                                              • Figure 22: M&S range of non-food products and services, 2010
                                                                                                                            • SuperValu
                                                                                                                              • Tesco (UK & RoI)
                                                                                                                                  • Figure 23: Tesco’s range of non-food items sold in-store or via online shopping service, December 2009
                                                                                                                                  • Figure 24: Range of non-food items sold via Tesco Direct catalogue and website, December 2009
                                                                                                                                  • Figure 25: Example growth areas for Tesco
                                                                                                                              • Expansion of Non-Food in Supermarkets – the Consumer Perspective

                                                                                                                                • Key points
                                                                                                                                  • What non-food products do consumers buy most?
                                                                                                                                      • Figure 26: Top ten most popular type of non-food products (according to those purchased from a supermarket in last six months), NI and RoI, September 2009
                                                                                                                                      • Figure 27: Key differences between RoI and NI consumer purchase of non-food products in last six months, NI and RoI, September 2009
                                                                                                                                      • Figure 28: Reasons why consumers would typically purchase non-food items at the supermarket, NI and RoI, September 2009
                                                                                                                                    • The price attraction
                                                                                                                                        • Figure 29: Respondents who buy non food products at supermarkets because they ‘saw that the product was cheaper or better value for money at the supermarket’, by gender and age, NI and RoI, September 2009
                                                                                                                                      • What motivates Irish consumers to buy non-food products at a supermarket?
                                                                                                                                          • Figure 30: Consumer who agree with range of statements relating to convenience of purchasing non-food products in supermarkets, NI and RoI, September 2009
                                                                                                                                        • Planned purchases vs impulse buys
                                                                                                                                          • Figure 31: Consumers who agree with statements relating to planned and impulse purchases of non-food products in supermarkets, NI and RoI, September 2009
                                                                                                                                        • Planned purchases
                                                                                                                                          • Classifying planned purchasers
                                                                                                                                            • Impulsive spending
                                                                                                                                                • Figure 32: Consumers who agree with selected lifestyle statements, NI and RoI, 2009
                                                                                                                                              • Impulse purchasers in NI
                                                                                                                                              • Consumer Target Groups

                                                                                                                                                • Key points
                                                                                                                                                  • RoI target groups
                                                                                                                                                    • Figure 33: RoI consumer typologies, 2009
                                                                                                                                                  • Savvy Shoppers
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Who are Savvy Shoppers?
                                                                                                                                                        • Targeting Savvy Shoppers
                                                                                                                                                          • Brand Minded Shoppers
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Who are Brand Minded Shoppers?
                                                                                                                                                                • Targeting Brand Minded Shoppers
                                                                                                                                                                  • On-trend Shoppers
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Who are On-trend Shoppers?
                                                                                                                                                                        • Targeting On-trend Shoppers
                                                                                                                                                                          • Unresponsive Shoppers
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Who are Unresponsive Shoppers?
                                                                                                                                                                                • Targeting Unresponsive Shoppers
                                                                                                                                                                                  • NI target groups
                                                                                                                                                                                    • Figure 34: NI consumer typologies, 2009
                                                                                                                                                                                  • Own-label Advocates
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Who are Own-label Advocates?
                                                                                                                                                                                        • Targeting Own-label Advocates
                                                                                                                                                                                          • Trend Watchers
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Who are Trend Watchers?
                                                                                                                                                                                                • Targeting Trend Watchers
                                                                                                                                                                                                  • Price Savvy Shoppers
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Who are Price Savvy Shoppers?
                                                                                                                                                                                                        • Targeting Price Savvy Shoppers
                                                                                                                                                                                                          • Impassive Shoppers
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Who are Impassive Shoppers?
                                                                                                                                                                                                                • Targeting Impassive Shoppers
                                                                                                                                                                                                                • Appendix

                                                                                                                                                                                                                  • Food retail market value
                                                                                                                                                                                                                    • Figure 35: Total all-Ireland food retail market value and forecast, 2003-13
                                                                                                                                                                                                                  • Consumers’ non-food preferences
                                                                                                                                                                                                                    • Figure 36: Purchase of non-food products at supermarkets in the last six months, by type of product, NI and RoI, September 2009
                                                                                                                                                                                                                  • Demographic breakdown on non-food statements
                                                                                                                                                                                                                    • Figure 37: Reasons for purchase, by demographic sub-group, RoI, September 2009
                                                                                                                                                                                                                    • Figure 38: Reasons for purchase, by demographic sub-group, RoI, September 2009
                                                                                                                                                                                                                    • Figure 39: Purchase of non-food products at supermarkets in the last six months, by type of product and demographic sub-group, RoI, September 2009
                                                                                                                                                                                                                    • Figure 40: Purchase of non-food products at supermarkets in the last six months, by type of product and demographic sub-group, RoI, September 2009
                                                                                                                                                                                                                    • Figure 41: Purchase of non-food products at supermarkets in the last six months, by type of product and demographic sub-group, RoI, September 2009
                                                                                                                                                                                                                    • Figure 42: Reasons for purchase, by demographic sub-group, NI, September 2009
                                                                                                                                                                                                                    • Figure 43: Reasons for purchase, by demographic sub-group, NI, September 2009
                                                                                                                                                                                                                    • Figure 44: Purchase of non-food products at supermarkets in the last six months, by type of product anddemographic sub-group, NI, September 2009
                                                                                                                                                                                                                    • Figure 45: Purchase of non-food products at supermarkets in the last six months, by type of product and demographic sub-group, NI, September 2009
                                                                                                                                                                                                                    • Figure 46: Purchase of non-food products at supermarkets in the last six months, by type of product and demographic sub-group, NI, September 2009
                                                                                                                                                                                                                  • Consumer typologies
                                                                                                                                                                                                                    • Figure 47: RoI consumer typologies, by agreement with selected statements, 2009
                                                                                                                                                                                                                    • Figure 48: RoI consumer typologies, by demographics, 2009
                                                                                                                                                                                                                    • Figure 49: NI consumer typologies, by agreement to selected statements, 2009
                                                                                                                                                                                                                    • Figure 50: NI consumer typologies, by demographics, 2009

                                                                                                                                                                                                                Companies Covered

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                                                                                                                                                                                                                Expansion of Non-Food Lines in Supermarkets - Ireland - March 2010

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